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Wednesday, August 9, 2017

Uber Launches Its First Integrated Marketing Campaign in India

Uber, the ridesharing app that is
redefining urban mobility across the world, today announced the launch of its
integrated marketing campaign in India. With the idea of Apnapan as
its core theme, the campaign aims to build everyday brand relevance and reframe
personal mobility. This also marks the launch of Uber’s first TVC in India.

Sanjay Gupta, Head of Marketing, Uber
India, said, “At our scale, there are millions of amazing stories that
we hear each week – stories of heart-warming experiences that take place
between riders and driver-partners across the country. It’s these stories that
keep people coming back to ride and drive with us. Over the last four months,
we’ve spent hours listening to our riders and driver partners across the
country to co-create our communication strategy, and build out the idea of
Apnapan in the truest sense. We’re super excited to launch this campaign, as
it’s our first step towards reframing the narrative around personal mobility
and freedom for millions in India. So when you use Uber next, Isey Apni hi
Gaadi Samjho.”

Reinforcing that Uber is everyday, for
everyone, the campaign conceptualized by Taproot aims to build a deeper brand
connect. Inspired by real rider and driver partner stories, the simple
narrative highlights experiences that every Uber rider can relate to. With
Apnapan being the umbrella theme, it brings to life the underlying emotional
connect between Uber, its riders and driver partners by reinforcing that it’s a
service one can rely on as if it were their own - true to the tagline Isey
Apni Hi Gaadi Samjho.

Speaking about the campaign, Pallavi
Chakravarti, Executive Creative Director, Taproot Dentsu said, "Being
a regular Uber user, I can vouch for the fact that it’s changed my life. It’s
rare to work on a campaign where the idea is true to the brand and the service,
where you don’t have to create a story because the real thing IS the story. The
Uber experience is as good as having your own car, and sometimes even better.
And this experience is something we think everyone should enjoy. So we’ve
attempted to capture the Uber way of life through a simple thought around
Apnapan."

Uber recently partnered with Madison to
execute the media strategy. A multi-platform campaign, Uber’s digital-first
approach will see Facebook and Youtube as primary channels, television for
broader air cover and radio to communicate with the commuting audience. Given
the scale and geographic footprint that the business has achieved, the TVC and
radio campaigns will be available in multiple languages like Hindi, Marathi,
Bengali, Kannada, Tamil and Telugu.

Vikram Sakhuja, CEO, Madison added, "With
the launch of this campaign, we expect more people to connect and use the
convenience provided by Uber in the Indian context - just like it it is
being appreciated and used by people in various countries across the world
"